The product launch process:

an insight into the introduction of a new electric actuator range

In this masterclass report for Valve User, insight is given by SIPOS Aktorik into the processes, considerations and development steps involved in bringing a new actuator range to market.

Using the example of the launch of the new SIPOS SEVEN actuator series, expert commentary is provided from the company’s heads of R&D, Project Management and the Sales / Marketing divisions.

Research and Development:

With Michael Molle at the head of the R&D team, market needs were evaluated through inputs from staff, international colleagues and customers. Personnel working at the ‘coal face’ reported on advancements that would benefit users; focus groups were organised for controlled assessment of market requirements and the company’s R&D division used state-of-the-art analysis and equipment.

Michael emphasises that any significant step-change in technology has to go way beyond a mere cosmetic enhancement or quick fix. The upgrade has to offer real progression with genuine features that offer authentic new capabilities. R&D for a new product launch is therefore a lengthy process that requires years of development.

With user needs forming the backbone of a new product introduction, long hours of testing and analysis are needed to challenge traditional thinking – this is flagged as essential to avoid any ‘me too’ products.

Environmental issues are a further consideration that are key to a new product’s development along with design ergonomics: any advancement has to be intuitive for use in the field, with due respect given to the challenging conditions faced by many actuator operators.

Prototyping and Project Management:

At the heart of a new product introduction is Project Management. Peter Müller, who headed this activity for the SIPOS SEVEN, explains that Project Management oversees activity from idea to implementation. As a result, Peter and his team are committed to Gantt charts, deadlines and schedules.

The length of the new product launch process is reiterated by Peter who reports that concepts, testing and prototyping took over a year.

While planning is key, Peter stresses that an open mind is needed – it is important to be focussed but not blinkered: concepts evolvethrough comprehensive test and trialling processes and it is essential to consider options.

Team work is imperative. A new product should not be one person’s ‘baby’ – representatives across the company should be involved. Assumptions should be challenged and expert input provided including mechanical engineering and electronics. This ensures a fully functioning product that meets real market needs backed by a workforce that is fully equipped to champion the launch.

Marketing Methodology:

A comprehensive range of information sources are required to support any new range and, when it is a technical product, this needs to provide features and benefits in an objective and practical format. Over hyped claims without the backing of facts are not what this market requires.

Focus needs to be placed on engaging, informative materials that are easily accessed and readily digested by all sectors of the target market including designers, OEMs, contractors and end-users.

Resources need to encompass online data and printed materials. Electronic communications are becoming the default and SIPOS supports this need, but hard copies of essential literature are also produced as many people in the industry appreciate having the information to hand and being able to take a break from their screens to digest the data.

With regards to segmentation, SIPOS has adopted an approach to its marketing that differentiates user’s requirements highlighting features and benefits for each sector. The company believes that marketing messages shouldn’t be buried and that product capabilities / USPs should be clearly presented.

Sales Strategy:

The sales strategy is all important in bringing a new product to market. Using the example of the SIPOS SEVEN, a launch platform of the Valve World Expo was chosen. This gave focus to the development of marketing materials and ensured the company’s international sales team was fully briefed from the outset.

The result – A new generation of variable-speed electric actuators

After over two and a half years of development, the SIPOS SEVEN has successfully been brought to market. The new generation of variable speed actuators were extensively researched to provide enhanced functionality and the product has been comprehensively tested to ensure it is simple to install and operate. A portfolio of information sources has been developed to ensure that the company’s global sales team is supported in its sales of the new product.

The SIPOS SEVEN can be ordered with immediate effect for delivery from July 2015. The SIPOS 5 actuator will continue to be available, along with spare parts.

SIPOS Aktorik is a member of the AUMA Group.

Providing solutions for a world in motion.

Sipos Aktorik
Tel: 01275 871141
Email: info@sipos.deTop:

Published: 25th February 2015